Brand Standards

& Style Guide

TYPOGRAPHY Avalon Bold
The quick gray dog jumps over the lazy fox.
Color pallet
• C 98 M 90 Y 2 K 1
Futura Book
• Black
• White The quick gray dog jumps over the lazy fox.
Futura Medium
Primary typeface- Avalon Bold The quick gray dog jumps over the lazy fox.
Avalon Bold should be used for all headlines text. Futura Bold
Font alternative- Futura Bold The quick gray dog jumps over the lazy fox.

Secondary typeface- Bodoni Bodoni Book

Bodoni should be used for all body copy text. Use of different
weights and styles is permitted when applicable.
Font alternative- Didot
Didot may be used when Bodoni is not available. Use of
different weights and styles is permitted when applicable.
The quick gray dog jumps over the lazy fox.
Bodoni Italic
The quick gray dog jumps over the lazy fox.
Bodoni Bold
The quick gray dog jumps over the lazy fox.
Bodoni Bold Italic
The quick gray dog jumps over the lazy fox.

Didot Regular
The quick gray dog jumps over the lazy fox.
Didot Italic
The quick gray dog jumps over the lazy fox.
Didot Bold
The quick gray dog jumps over the lazy fox.
THE LOGO BRAND COLOR CLEAR SPACE
Note: The Human Centered logo may only be used as described
in this document. Alteration without prior approval form CMYK
Communications and Marketing is prohibited. C 98 M 90 Y 2 K 1
RGB
R 39 G 64 B 150
LOGO COLOR HEX
The Human Centered logo may only appear in the brand color #274096
noted to the right, black, or white. It can not be re-produced in
any other color or in tints. When using the logo on a colored
background, there must be high contrast between the field of
color and the logo.

CLEAR SPACE AND LOGO SIZING

A margin of clear space equivalent to one half the width of the
‘head’ is drawn around the mark to create an invisible boundary
YES
of isolation. This area of separation is a minimum and should be
increased when possible

DISPLAY RULES
• Do not apply drop shadows to the logo.
• Do not distort, rotate, or deconstruct logo in any way.
• Logo cannot be outlined or given a stroke.
NO

Minimum Size:
Digital: 125px Square, no text.
Print: 1 inch height If need to be produced any smaller remove text
from bottom leaving only head icon. MINIMUM SIZE
1 inch sq.
25px sq.
COLOR OPTIONS
• C 98 M 90 Y 2 K 1
• Black HC BLUE BLACK WHITE OVER BLUE
• White over C 98 M 90 Y 2 K 1
CMYK CMYK CMYK
• Logo used with image must be over Solid color C 98 M 90 Y 2 K 1 C 0 M 0 Y 0 K 100 C0M0Y0K0
or uniform image RGB RGB RGB
R 39 G 64 B 150 R0G0B0 R 255 G 255 B 255
HEX HEX HEX
BRAND POSITIONING #274096 #000000 #FFFFFF
The Human Centered brand is meant to project focus, creativity
with an emphasis on education and learning. The brand needs to
speak to all creative thinkers especially educators.

TONE WORDS
• Focus
• Creativity
• Education
• Center

FIBONACCI SEQUENCE MARK

The fibonacci sequence or “swirl” may be used as a texture or
background element. It should always be displayed at a 30%
white over HC Blue. (C 98 M 90 Y 2 K 1)

BRAND COLORS
Primary Palette
• C 98 M 90 Y 2 K 1
Secondary Palette
• Black
• White
 Matt Butler
Art 116 Drake University
Spring 2020